We wanted to get on the radar of young, tech-savvy travelers by using nontraditional means, driven heavily by buzz and PR.
Royal Caribbean has very innovative technology on their ships, so we also wanted to lean into our tech side. We strive to create marketing as innovative as the ships themselves.
We knew our young audience loves to share their vacations. But they didn't have a simple way to shoot and share video and photos from underwater. We also knew that Snapchat was their social media of choice.
So we worked with an underwater fabricator to design a waterproof dive mask with an insert that could hold the Snapchat Spectacles, and also keep them fully functional.
We demonstrated the mask by having three professional divers put it to the test in real-time.
234 MILLION PR IMPRESSIONS
474% INCREASE IN SNAP FANS
12 MILLION VIDEO VIEWS